Metrics in reports

The following is a list of metrics that are available in various reports in Display & Video 360.

When you create a report, you can some view metrics in up to three different currencies:

Choose Advertiser to view metrics in the currency specified in the advertiser's basic details.
Choose Partner to view metrics in the currency specified in the partner's details.
Chose USD to view metrics in United States dollars.

Formulas in metric descriptions are for informational purposes, and shouldn't be relied upon for manual calculations.

Select a category from the Narrow by … menu to view a specific category of metric.

Metric	Category	Description
Audio Mutes (Audio)	Audio	The number of impressions for which the ad was muted. The action is counted even if the user mutes the ad before the audio content plays. One mute is counted per impression, even if the user mutes and unmutes the audio content multiple times. Only audio player mutes are counted. Instances where the user muted their computer operating system, or audio hardware, are not counted unless the audio player is also controlled by that action.
Audio Unmutes (Audio)	Audio	The number of times an audio clip has been unmuted. This is logged once per view, such that if a person mutes and un-mutes the audio multiple times, the subsequent unmutes aren't counted.
Companion Clicks (Audio)	Audio	The number of clicks recorded for companion creatives for audio creatives.
Companion Views (Audio)	Audio	The number of impressions recorded for companion creatives for audio creatives.
Complete Listens (Audio)	Audio	The number of impressions for which an audio clip played to completion. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 30-second clip for a full 30 seconds, the event is logged. If the user replays the clip for 30 seconds, the event isn't logged again. If, however, the user plays 20 seconds of the clip, then stops and exits the clip, no completion event is logged. Additionally, a completion will be logged even if the user skips some of the audio, as long as the endpoint is played.
Completion Rate (Audio)	Audio	The percentage of audio impressions that played to completion.
First-Quartile (Audio)	Audio	The number of impressions for which an ad clip played to the end of the first quarter of the audio content’s total length. An event is logged once per impression. If the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 10-second mark, the event is logged. If the user replays the first 10 seconds of the clip, the event isn't logged again. If the user plays 5 seconds of the clip, then stops and exits the clip, no first quartile event is logged. Additionally, if the user skips over the first-quartile point in the audio content, no first quartile completion is logged.
Midpoint (Audio)	Audio	The number of impressions for which an ad clip played to the midpoint of the audio content’s total length. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 20-second mark, the event is logged. If the user replays the first 20 seconds of the clip, the event isn't logged again. If the user plays 10 seconds of the clip, then stops and exits the clip, no midpoint event is logged. Additionally, if the user skips over the midpoint in the audio content, no midpoint is logged.
Third-Quartile (Audio)	Audio	The number of impressions for which an ad clip played to the end of the third quarter of the audio content’s total length. An event is logged once, and if the user restarts the clip, it's not counted again. For example, if the user plays a 40-second clip up to the 30-second mark, the event is logged. If the user replays the first 30 seconds of the clip, the event isn't logged again. If the user plays 20 seconds of the clip, then stops and exits the clip, no third quartile event is logged. Additionally, if the user skips over the third-quartile point in the audio content, no third quartile completion is logged.
Pauses (Audio)	Audio	The number of impressions for which the user paused the audio clip in the ad. Only one pause is counted per impression, even if the user paused and restarted the audio content multiple times.
Starts (Audio)	Audio	The number of served audio impressions, counted when the audio clip was played or started by the user. Autoplays are not counted as part of audio plays. Only one audio play is counted, even if the user stopped and restarted the audio content. This metric is also known as "audio starts."
Stops (Audio)	Audio	The number of times the audio clip has been stopped.
Active View: % Audible Impressions	Active View	The percentage of measurable impressions that were considered audible. Audible means the video's audio volume was greater than 0% at any point.
Active View: % Full-Screen	Active View	The percentage of impressions that were put in full-screen mode at any time during play.
Active View: % In Background	Active View	The percentage of impressions that were put in a background browser tab at any time during play.
Active View: % Measurable Impressions	Active View	The percentage of impressions that were measurable with Active View, out of the total number of Active View eligible impressions. Accredited by the Media Rating Council. Learn more
Active View: % of Completed Impressions Audible and Visible	Active View	The percentage of impressions that were played to, and considered audible and visible at, the completion of the video out of all impressions that completed the video. This is calculated as `(Impressions Audible and Visible at Completion) / (Completions)`. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Completed Impressions Visible	Active View	The percentage of impressions that were played to, and visible at, the completion of the video out of all impressions that completed the video. This is calculated as `(Impressions Visible at Completion) / (Completions)`. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of First Quartile Impressions Audible and Visible	Active View	The percentage of impressions that were played to, and considered audible and visible at, the first quartile of the video out of all impressions that reached the first quartile. This is calculated as `(Impressions Audible and Visible at First Quartile) / (First Quartile Completions)`. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of First Quartile Impressions Visible	Active View	The percentage of impressions that were played to, and visible at, the first quartile of the video out of all impressions that reached the first quartile. This is calculated as `(Impressions Visible at First Quartile) / (First Quartile Completions)`.Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Midpoint Impressions Audible and Visible	Active View	The percentage of impressions that were played to, and considered audible and visible at, the midpoint of the video out of all impressions that reached the midpoint. This is calculated as `(Impressions Audible and Visible at Midpoint) / (Midpoint Completions)`. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Midpoint Impressions Visible	Active View	The percentage of impressions that were played to, and visible at, the midpoint of the video out of all impressions that reached the midpoint. This is calculated as `(Impressions Visible at Midpoint) / (Midpoint Completions)`. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Third Quartile Impressions Audible and Visible	Active View	The percentage of impressions that were played to, and considered audible and visible at, the third quartile of the video out of all impressions that reached the third quartile. This is calculated as `(Impressions Audible and Visible at Third Quartile) / (Third Quartile Completions)`. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Third Quartile Impressions Visible	Active View	The percentage of impressions that were played to, and visible at, the third quartile of the video out of all impressions that reached the third quartile. This is calculated as `(Impressions Visible at Third Quartile) / (Third Quartile Completions)`. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Play Time Audible	Active View	The percentage of ad play time that was considered audible. Audible means the video's audio volume was greater than 0%.
Active View: % Play Time Audible and Visible	Active View	The percentage of ad play time that was considered both audible and visible. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Play Time Visible	Active View	The percentage of ad play time that was considered visible. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Viewable Impressions	Active View	The percentage of viewable impressions out of all measurable impressions, calculated as `(Viewable Impressions) / (Measurable Impressions)`. For example, say the ads on your site had 100 measurable impressions. That means there were 100 impressions where Active View tags were able to measure viewability. If only 10 of those 100 impressions were measured as viewable, then the site would have 10% viewable impressions. Accredited by the Media Rating Council. Learn more
Active View: Audible & Fully On-Screen for Half Of Duration (15 sec. cap) Impressions	Active View	The number of impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or half of the duration of the ad. Audible means the video's audio volume was greater than 0%.
Active View: Audible & Fully On-Screen for Half Of Duration (15 sec. cap) Measurable Impressions	Active View	The number of impressions that could be measured for audio and had 100% of pixels in view for whichever came first: 15 seconds or the ad's midpoint.
Active View: Audible & Fully On-Screen for Half Of Duration (15 sec. cap) Rate	Active View	The percentage of impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or half of the duration of the ad. Audible means the video's audio volume was greater than 0%.
Active View: Audible & Fully On-Screen for Half Of Duration (TrueView) Impressions	Active View	The number of non-skipped TrueView impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or half of the duration of the ad. Audible means the video's audio volume was greater than 0%.
Active View: Audible & Fully On-Screen for Half Of Duration (TrueView) Measurable Impressions	Active View	The number of non-skipped TrueView impressions that could be measured for audio and had 100% of pixels in view for whichever came first: 15 seconds or the ad's midpoint.
Active View: Audible & Fully On-Screen for Half Of Duration (TrueView) Rate	Active View	The percentage of non-skipped Trueview impressions that were considered audible and had 100% of their pixels in view for whichever came first: 15 seconds or half of the duration of the ad. Audible means the video's audio volume was greater than 0%.
Active View: Average Viewable Time (Seconds)	Active View	The average time, in seconds, the ad appeared on screen. Only viewable impressions are counted toward this metric. Average Viewable Time is capped (stops recording) as follows: Display ads: at three minutes Video ads: at the end of the video, or if the video is longer than 20 minutes, at five minutes per quartile If the user scrolls away from the ad so that it is no longer considered viewable, the time on screen counter stops. If the user scrolls back to the ad so that it is considered viewable again, the counter resumes. If the user switches to a different browser tab, time on screen stops recording. For video ads, the ad must be playing in addition to all of the above for time to be counted. Example: A video ad that played for 10 seconds, was navigated away from, then returned to and played for another 10 seconds gives an average viewable time of 20 seconds. Note: This metric is not available in Display & Video 360 for YouTube.
Active View Custom Viewability Metrics	Active View	In Campaign Manager 360 navigate to Advertiser > Floodlight configuration > Active View custom viewability metric, or in Display & Video 360 navigate to Advertiser > Resources > Floodlight > Basic Details > Active View custom metric to create video viewability metrics available in reporting. Users of both who manage Floodlight in Campaign Manager 360 should enable there. Set the following criteria to determine if impressions are counted (based on your metric): Visible% - The percentage of the ad that must be on screen to count an impression. Audible - If required, audio volume must be greater than 0% for your set time or quartile threshold, to count an impression. Time threshold - The amount of time an ad must be visible (and audible, if required) to count an impression. Quartile threshold - The quartile that must be reached to count an impression. If both time and quartile thresholds are set, an impression will be counted when the first of either criteria is met. The following metrics appear in reporting: Active View Custom Metric Viewable Impressions Active View Custom Metric Measurable Impressions Active View Custom Metric Viewable Rate
Active View: Eligible Impressions	Active View	The total number of impressions that were eligible to measure viewability. An impression is eligible if the ad unit has a supported creative format and tag type. Accredited by the Media Rating Council. Learn more
Active View: Impression Distribution (Not Measurable)	Active View	Percentage of eligible impressions where measurement was attempted, but failed. Impression Distribution (not measurable) is calculated using the following formula: `Not measurable impressions / Active View eligible impressions` Accredited by the Media Rating Council. Learn more
Active View: Impression Distribution (Not Viewable)	Active View	Percentage of eligible impressions where measurement was attempted, succeeded and the ad was deemed non-viewable. Impression distribution (not viewable) is calculated using the following formula: `Not viewable impressions / Active View eligible impressions` Accredited by the Media Rating Council. Learn more
Active View: Impression Distribution (Viewable)	Active View	Percentage of eligible impressions where measurement was attempted, succeeded and the ad was deemed viewable. This metric differs from % Viewable Impressions, as it is the number of viewable impressions of ads where measurement is eligible, but not necessarily successful. This metric will be less than or equal to % Viewable Impressions, because the number of measurable impressions is always less than or equal to the total number of impressions. Impression distribution (viewable) is calculated using the following formula: `Viewable impressions / Active View eligible impressions` Accredited by the Media Rating Council. Learn more
Active View: Measurable Impressions	Active View	The total number of impressions that were measurable with Active View. An ad is measurable when the Active View tag is able to capture viewability data about the impression and communicate that data to the Google Marketing Platform servers. Accredited by the Media Rating Council. Learn more
Active View: Not Measurable Impressions	Active View	The total number of impressions that were not measurable with Active View. An ad is not measurable when the Active View tag fails to capture viewability information about the impression. Even when an ad has Active View, some factors may prevent the tag from capturing data. For example, in certain instances when an ad tag is served through a cross-domain Iframe, its viewability may not be measurable. Accredited by the Media Rating Council. Learn more
Active View: Not Viewable Impressions	Active View	Total number of impressions that were measured, but deemed not viewable. Display ads are considered viewable when at least 50% of the ad is visible for at least 1 second. For large display ads of 242,500 pixels or more, the ad is considered viewable when at least 30% of the ad is visible for at least 1 second. Video ads are considered viewable when at least 50% of the ad is visible while the video is playing for at least 2 consecutive seconds. Ads on connected TVs are considered viewable when they are served on a known connected TV device on a top publisher while the video is playing for at least 2 consecutive seconds. Accredited by the Media Rating Council. Learn more
Active View: Viewable Impressions	Active View	The number of impressions on the site that were viewable out of all measurable impressions. Display ads are considered viewable when at least 50% of the ad is visible for at least 1 second. For large display ads of 242,500 pixels or more, the ad is considered viewable when at least 30% of the ad is visible for at least 1 second. Video ads are considered viewable when at least 50% of the ad is visible while the video is playing for at least 2 consecutive seconds. All viewable ads are measurable, because you can't confirm that an ad has met the criteria for viewability unless it can be measured. Accredited by the Media Rating Council. Learn more
Active View: % Visible at Completion	Active View	The percentage of measurable impressions that were played to, and visible at, the completion of the video. Visible means at least 50% of the ad's pixels were on screen.
Active View: % of Ad Played	Active View	The percentage of total ad duration that was played, regardless of if it was considered audible or visible.
Active View: % Audible and Visible at Completion	Active View	The percentage of not skipped measurable impressions that were audible and visible at the completion of the video. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Visible 10 Seconds	Active View	The percent of measurable video impressions that were visible for at least 10 seconds. Visible means at least 50% of the ad's pixels were on screen.
Active View: Impressions Visible 10 Seconds	Active View	The number of measurable video impressions that were visible for at least 10 seconds. Visible means at least 50% of the ad's pixels were on screen.
Active View: % Visible at Start	Active View	The percentage of measurable impressions that were considered visible at the start of the video. Visible means at least 50% of the ad's pixels were on screen.
Active View: Impressions Audible and Visible at Completion	Active View	The number of measurable impressions that were played to video completion, and also audible and visible at the time of completion. Audible means the video's audio volume was greater than 0%. Visible means at least 50% of the ad's pixels were on screen.
Active View: Audible Measurable Impressions	Active View	The number of measurable impressions for audio ads that were considered audible when playback started. Audible means the video's audio volume was greater than 0%.
Active View: Audible (Unmuted) for 2 sec Impressions	Active View	The number of measurable impressions for audio ads that were considered audible and had two continuous seconds of playback. Audible means the video's audio volume was greater than 0%.
Active View: First Quartile Audible Impressions	Active View	The number of impressions for audio or video ads that were considered audible and played to the end of the first quarter of the ad's entire length. Audible means the video's audio volume was greater than 0%.
Active View: Midpoint Audible Impressions	Active View	The number of impressions for audio or video ads that were considered audible and played to the end of the ad's midpoint. Audible means the video's audio volume was greater than 0%.
Active View: Third Quartile Audible Impressions	Active View	The number of impressions for audio or video ads that were considered audible and played to the end of the third quarter of its entire length. Audible means the video's audio volume was greater than 0%.
Active View: Complete Audible Impressions	Active View	The number of impressions for audio or video ads that were considered audible and played to completion. Audible means the video's audio volume was greater than 0%.
Active View: Ever Muted Count	Active View	The number of times an audio or video ad was muted.
Active View: Audible and Background Impressions	Active View	The number of impressions for audio or video ads that were considered audible and put in a background browser tab. Audible means the video's audio volume was greater than 0%.
Active View: Audible (Unmuted) for 30 sec Impressions	Active View	The number of impressions for audio or video ads that were considered audible and where the ad played for 30 seconds (or its full length, whichever is shorter). Audible means the video's audio volume was greater than 0%.
Cookie Reach: Impression Reach	Audience	The number of unique cookies you've reached, per creative utilized in a given insertion order.
Potential Impressions	Audience	The number of impressions associated with users that appear in both an individual first-party audience list and an individual third-party audience list.
Unique Cookies with Impressions	Audience	The number of unique cookies, that have impressions, belonging to users that appear in both an individual first-party audience list and an individual third-party audience list.
Reach (Cookies)	Audience	The total number of all cookies that match your targeting.
Billable Cost (Advertiser Currency)	Billing	Billable cost is the amount of money invoiced to partners for using Display & Video 360. Billable cost is calculated as the sum of media costs plus any "invoiced" partner costs (such as CPM fee 1, CPM fee 2, Media fee 1, Media fee 2), and is calculated differently based the configuration of each partner.
Platform Fee (Advertiser Currency)	Billing	The fee for using Display & Video 360.
% Clicks Leading to Conversions	Conversion performance	The rate at which clicks led to conversions (based on the number of Post-Click Conversions), calculated as the product of `PC Conversions` / `Clicks`.
% Impressions Leading to Conversions	Conversion performance	The rate at which impressions led to conversions, calculated as the product of `Conversions` / `Impressions` × 100.
Conversions per 1000 Impressions	Conversion performance	The number of conversions for every 1000 impressions purchased.
Audio Revenue eCPCL (Advertiser Currency)	Audio	The average cost of each complete audio impression, based on the Revenue Spent, calculated as `Revenue / Complete (Audio)`.
CM360 Post-Click Revenue	Floodlight Sales metrics	The `cost` amount passed by a Floodlight Sales tag, after a post-click conversion. Note: Display & Video 360 only records conversions if your line item is associated with a pixel for conversion counting. Conversion revenue for each Individual floodlight conversion is capped at one million (of the conversion's currency).
CM360 Post-View Revenue	Floodlight Sales metrics	The `cost` amount passed by a Floodlight Sales tag, after a post-view conversion. Note: Display & Video 360 only records conversions if your line item is associated with a pixel for conversion counting. Conversion revenue for each Individual floodlight conversion is capped at one million (of the conversion's currency).
Post-Click Conversions	Conversion performance	The number of times a person has landed on a success page, after clicking on an ad. Note: Display & Video 360 only records conversions if your line item is associated with a pixel for conversion counting.
Post-View Conversions	Conversion performance	The number of times a person has landed on a success page, after viewing an ad. Post-view conversions can also be thought of as "post-impression" conversions. Note: Display & Video 360 only records conversions if your line item is associated with a pixel for conversion counting.
Revenue (Advertiser Currency)	Conversion performance	Revenue refers to the amount of money spent to purchase impressions and deliver ads through Display & Video 360. Revenue is calculated based on the revenue model set for line items.
Revenue eCPA (Advertiser Currency)	Conversion performance	The average cost of each conversion, based on the Revenue spent, calculated as `Revenue / Conversions`.
Revenue eCPA (PC) (Advertiser Currency)	Conversion performance	The average cost of each post-click conversion, based on the Revenue spent, calculated as `Revenue / Post-Click Conversions`.
Revenue eCPA (PV) (Advertiser Currency)	Conversion performance	The average cost of each post-view conversion, based on the Revenue spent, calculated as `Revenue / Post-View Conversions`.
Revenue eCPC (Advertiser Currency)	Conversion performance	The average CPC you paid, based on Revenue, calculated as `Revenue` / `Clicks`.
Revenue eCPM (Advertiser Currency)	Conversion performance	The average CPM you paid for impressions, based on Revenue, calculated as the product of `Revenue` / `Impressions` × 1000.
Revenue Viewable eCPM (Advertiser Currency)	Conversion performance	The average CPM you paid for Viewable Impressions, based on Revenue, calculated as the product of `Revenue` / `Viewable Impressions` × 1000. An ad is counted as viewable if at least 50% of its area was displayed on screen for at least one second (the minimum criteria according to IAB standards).
Total Conversions	Conversion performance	The aggregate total of all `Post-View Conversions` and `Post-Click Conversions`.
Client Cost eCPM	Conversion performance	The average CPM you paid for impressions, based on Revenue, calculated as the product of `Revenue` / `Impressions` × 1000.This metric is the same as its corresponding revenue metric, but uses client cost terminology (cost instead of revenue).
CPM Fee 1 (Advertiser Currency)	Fees	`Line item CPM Cost 1` × `Impressions` / 1000.
CPM Fee 2 (Advertiser Currency)	Fees	`Line item CPM Cost 2` × `Impressions` / 1000.
Data Fees (Advertiser Currency)	Fees	The fees for using third-party audience segment data, based on the third-party audience lists targeted by your line items.
Media Fee 1 (Advertiser Currency)	Fees	`Media Fee 1 %` × `Media Cost`
Media Fee 2 (Advertiser Currency)	Fees	`Media Fee 2 %` × `Media Cost`
Premium Fee (Advertiser Currency)	Fees	The fees for any premium features used. CPM Fee 5 is reserved for premium fee usage.
Third-party Services Fee	Fees	The fee collected on behalf of a third-party service for using their service. The following fees may be included: AdLingo Fee Adloox Fee Adloox Pre-Bid Fee Adsafe Fee AdXpose Fee Agency Trading Desk Fee Aggregate Knowledge Fee comScore vCE in DoubleClick Fee Data Management Platform Fee DoubleVerify Fee DoubleVerify Pre-Bid Fee Evidon Fee Integral Ad Science Pre-Bid Fee Integral Ad Science Video Fee Nielsen Digital Ad Ratings Fee MOAT Video Fee Premium Fee ShopLocal Fee Teracent Fee Third-Party Ad Server Fee TrustMetrics Fee Vizu Fee
Media Fee 3 (Advertiser Currency)	Fees	`Media Fee 3 %` × `Media Cost`
Media Fee 4 (Advertiser Currency)	Fees	`Media Fee 4 %` × `Media Cost`
Media Fee 5 (Advertiser Currency)	Fees	`Media Fee 5 %` × `Media Cost`
CPM Fee 3 (Advertiser Currency)	Fees	`Line item CPM Cost 3` × `Impressions` / 1000.
CPM Fee 4 (Advertiser Currency)	Fees	`Line item CPM Cost 4` × `Impressions` / 1000.
CPM Fee 5 (Advertiser Currency)	Fees	`Line item CPM Cost 5`× `Impressions` / 1000.
Regulatory Operating Costs	Fees	The regulatory operating costs or DST fees for serving ads in specific countries.
Billable Impressions	General	The number of impressions that reached the intended or guaranteed audience. In a campaign with an audience guarantee, impressions that don't reach the agreed upon audience (as defined by Nielsen, comScore, vCE, or other 3rd party) won't be considered billable. Depending on inventory type, partial impressions may be reported.
Impressions	General	The number of times that a user’s client (browser or mobile device) sent a ping to our ad server that creative content was requested and has started to download during the specified date range. Considerations If a user starts to load a webpage then closes the browser before the creative has started to download, an impression is not recorded. Depending on inventory type, partial impressions may be reported.
Clicks	General	The number of times a person has clicked on an ad. Accredited by the Media Rating Council. Learn more
Click Rate (CTR)	General	The percentage of time people clicked on an ad, calculated as the product of `Clicks` / `Impressions` × 100. This is sometimes called "clickthrough rate." Accredited by the Media Rating Council. Learn more
Tracked Ads	General	This number is identical to impressions. It represents: The number of times that a user’s client (browser or mobile device) sent a ping to our ad server that creative content was requested and has started to download during the specified date range. Considerations If a user starts to load a webpage then closes the browser before the creative has started to download, an impression is not recorded.
Begin to Render Impressions	General	The number of impressions where the image assets were downloaded (for display), or the video assets were buffered (for video), and have started to appear on screen. Accredited by the Media Rating Council. Learn more
Begin to Render Eligible Impressions	General	The number of impressions that were eligible for begin to render measurement.
Provisional Impressions	General	For OMID enabled mobile app display inventory, Impressions will soon only be counted when at least 1 pixel of the creative is on screen. Provisional Impressions can be compared with the existing Impressions metric to see the impact of this change.
Vendor Blocked Ads	General	The number of ads blocked by your third-party provider based on Campaign Manager 360’s automated third-party verification. Use this metric with the Impressions metric to see a complete view of total impression attempts, impressions served, and impressions blocked.
Percentage from Current IO Goal	General	The percentage of the insertion order goal that has been achieved.
Impressions (Co-viewed)	General	The number of exposures to your ad, either to an individual or among multiple people watching together on connected TV devices (also known as co-viewers). This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
Publisher Impressions	General	The number of served impressions multiplied by a publisher impression multiplier. The impression multiplier is the publisher’s estimated number of viewers per digital out-of-home ad.
Publisher CPM	General	The cost per thousand publisher impressions.
General Invalid Traffic (GIVT) Clicks	Invalid traffic	The number of invalid clicks that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic. Accredited by the Media Rating Council. Learn more
General Invalid Traffic (GIVT) Impressions	Invalid traffic	The number of invalid impressions that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic.
Invalid Clicks	Invalid traffic	The number of clicks that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT). Accredited by the Media Rating Council. Learn more
Invalid Impressions	Invalid traffic	The number of impressions that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).
Invalid Active View Eligible Impressions	Invalid Traffic	The number of impressions that were eligible to measure viewability, but were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT). Accredited by the Media Rating Council. Learn more
Invalid Active View Measurable Impressions	Invalid Traffic	The number of impressions that were measurable for viewability, but were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT). Accredited by the Media Rating Council. Learn more
Invalid Active View Viewable Impressions	Invalid Traffic	The number of impressions that were considered viewable by Active View, but were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT). Accredited by the Media Rating Council. Learn more
General Invalid Traffic (GIVT) Active View Eligible Impressions	Invalid Traffic	The number of impressions that were eligible to measure viewability, but were proactively removed as general invalid traffic (GIVT) by traffic quality filtering. Accredited by the Media Rating Council. Learn more
General Invalid Traffic (GIVT) Active View Measurable Impressions	Invalid Traffic	The number of impressions that were measurable for viewability, but were proactively removed as general invalid traffic (GIVT) by traffic quality filtering. Accredited by the Media Rating Council. Learn more
General Invalid Traffic (GIVT) Active View Viewable Impressions	Invalid Traffic	The number of impressions that were considered viewable by Active View, but were proactively removed as general invalid traffic (GIVT) by traffic quality filtering. Accredited by the Media Rating Council. Learn more
Invalid Tracked Ads	Invalid Traffic	The number of tracked ads that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT).
General Invalid Traffic (GIVT) Tracked Ads	Invalid Traffic	The number of invalid tracked ads that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic.
Invalid Begin to Render Impressions	Invalid Traffic	The number of begin to render impressions that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT). Accredited by the Media Rating Council. Learn more
General Invalid Traffic (GIVT) Begin to Render Impressions	Invalid Traffic	The number of invalid begin to render impressions that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic. Accredited by the Media Rating Council. Learn more
% Invalid Impressions (Pre-bid)	Invalid traffic	The estimated percentage of impressions that were filtered out pre-bid as invalid traffic.
TrueView: General Invalid Traffic (GIVT) Views	Invalid Traffic	The number of views that were categorized as general invalid traffic (GIVT). GIVT is identified through routine and list based means that flag: bots, spiders & crawlers, non-browser user agent headers, and prefetch traffic. Accredited by the Media Rating Council. Learn more
TrueView: Invalid Views	Invalid Traffic	The number of views that were proactively removed by traffic quality filtering. This number includes general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT). Accredited by the Media Rating Council. Learn more
Inactive Impressions	Invalid Traffic	The number of impressions served to a connected TV at the end of a prolonged session. Accredited by the Media Rating Council. Learn more
Audio Media Cost eCPCL (Advertiser Currency)	Audio	The average cost of each complete audio impression, based on the Media Cost spent, calculated as `Media Cost / Complete (Audio)`.
Media Cost (Advertiser Currency)	Media cost	Media cost is the raw cost for impressions purchased from an exchange.
Media Cost eCPA (Advertiser Currency)	Media cost	The average cost of each conversion, based on the Media Cost paid, calculated as the product of `Media Cost` / `Conversions`.
Media Cost eCPA (PC) (Advertiser Currency)	Media cost	The average cost of each post-click conversion, based on the Media Cost spent, calculated as the product of `Media Cost / Post-Click Conversions`.
Media Cost eCPA (PV) (Advertiser Currency)	Media cost	The average cost of each post-view conversion, based on the Media Cost spent, calculated as the product of `Media Cost / Post-View Conversions`.
Media Cost eCPC (Advertiser Currency)	Media cost	The average CPC you paid, based on the Media Cost spent, calculated as the product of `Media Cost` / `Clicks`.
Media Cost eCPM (Advertiser Currency)	Media cost	The average CPM you paid for impressions, based on the Media Cost spent, calculated as the product of `Media Cost` / `Impressions` × 1000.
Media Cost Viewable eCPM (Advertiser Currency)	Media cost	The average CPM you paid for Viewable Impressions, based on the Media Cost spent, calculated as the product of `Media Cost` / `Viewable Impressions` × 1000. An ad is counted as viewable if at least 50% of its area was displayed on screen for at least one second (the minimum criteria according to IAB standards).
Total Audio Media Cost eCPCL (Advertiser Currency)	Audio	The average cost of each completed audio impression, based on the Total Media Cost spent, calculated as `Total Media Cost / Complete (Audio)`.
Total Media Cost (Advertiser Currency)	Media cost	The total media cost is the combined price of buying impressions (media cost), combined with the fees for using any third-party audience segment data (data fees) and any partner costs, such as the fees for using Display & Video 360, a third-party ad server, or a third-party ad serving verification service.
Total Media Cost eCPA (Advertiser Currency)	Media cost	The average cost of each conversion, based on the Total Media Cost paid, calculated as the product of Total Media Cost / Conversions.
Total Media Cost eCPA (PC) (Advertiser Currency)	Media cost	The average cost of each post-click conversion, based on the Total Media Cost spent, calculated as the product of `Total Media Cost / Post-Click Conversions`.
Total Media Cost eCPA (PV) (Advertiser Currency)	Media cost	The average cost of each post-view conversion, based on the Total Media Cost spent, calculated as the product of `Total Media Cost / Post-View Conversions`.
Total Media Cost eCPC (Advertiser Currency)	Media cost	The average CPC you paid, based on the Total Media Cost spent, calculated as the product of `Total Media Cost` / `Clicks`.
Total Media Cost eCPM (Advertiser Currency)	Media cost	The average CPM you paid for impressions, based on the Total Media Cost spent, calculated as the product of `Total Media Cost` / `Impressions` × 1000.
Total Media Cost Viewable eCPM (Advertiser Currency)	Media cost	The average CPM you paid for Viewable Impressions, based on the Total Media Cost spent, calculated as the product of `Total Media Cost` / `Viewable Impressions` × 1000. An ad is counted as viewable if at least 50% of its area was displayed on screen for at least one second (the minimum criteria according to IAB standards).
Floodlight Impressions	Floodlight report	The number of times a Floodlight activity tag has been served to and loaded by browsers.
Cookie Consented Floodlight Impressions	Floodlight Report	The number of Floodlight impressions where the the user consented to cookies.
Cookie Unconsented Floodlight Impressions	Floodlight Report	The number of Floodlight impressions where the the user didn't consent to cookies.
Duplicate Consented Floodlight Impressions	Floodlight Report	The number of times where a user changed consent state during the same page view and therefore a duplicate consented Floodlight impression was counted. For example, there might have been 100 total floodlight impressions, where 60 were consented, 50 were unconsented, and 10 were duplicate consented. This means that 10 of the 100 impressions moved from unconsented to consented in the same page view.
Profit (Advertiser Currency)	Profit	This is the difference between how much you charged and your costs for running a campaign, calculated as the difference of `Revenue` - `Total Media Cost`. Also see revenue models.
Profit eCPM (Advertiser Currency)	Profit	The average CPM you paid for impressions, based on the Profit earned, calculated as the product of `Profit` / `Impressions` × 1000.
Profit Margin	Profit	Your ratio of profitability, calculated as the product of `Profit` / `Revenue`. Higher numbers correspond to higher profitability.
Profit Viewable eCPM	Profit	The average CPM you paid for Viewable Impressions, based on the Profit earned, calculated as the product of `Profit` / `Viewable Impressions` × 1000. An ad is counted as viewable if at least 50% of its area was displayed on screen for at least one second (the minimum criteria according to IAB standards).
Refund Billable Cost (Advertiser Currency)	Refund	The amount of money refunded, calculated as the sum of Refund Media Cost and Refund Platform fee.
Refund Media Cost (Advertiser Currency)	Refund	The amount of Media Cost refunded to your partner.
Refund Platform Fee (Advertiser Currency)	Refund	The amount of Platform Fee refunded to your partner.
Average Display Time	Rich Media	The average amount of time, in seconds, that Rich Media creatives were displayed to users during the specified date range. For creatives that include both an in-page element and an external element (Rich Media in-page with floating and Rich Media image with floating), only the display time for the external element is included. For Rich Media expanding creatives, display time is counted even when the creative is not expanded. For Floating with reminder creatives, the display time for the floating element is counted.
Average Interaction Time	Rich Media	The average amount of time, in seconds, that each user interaction with a Rich Media creative lasted. An interaction is counted when a user moves the mouse cursor over the creative. To ensure that accidental mouse movements aren't counted, interactions that last less than 1 second are discarded. Similarly, if the mouse stops moving for more than a second, Reporting stops counting additional interaction time. When the mouse then begins moving again, if the cursor stays over the creative for more than a second, additional interaction time will be counted. The time is cumulative; only one interaction is counted per impression. Once the creative has been displayed for more than 20 minutes, no further interaction time is counted. For creatives that include both an in-page element and an external element (Rich Media in-page with floating and Rich Media image with floating), interaction time is counted for the external element only. For Rich Media expanding creatives, interaction time is counted even when the creative is not expanded. For Floating with reminder creatives, the interaction time is only counted for the floating element. The average interaction time does not take into account Rich Media impressions for which no interaction was recorded.
Backup Image	Rich Media	The total number of times that a backup image was served in place of an HTML5 asset during the specified date range. Some common reasons a backup image is served: The user is using an unsupported browser or operating system The user's browser doesn't support an HTML5 feature needed for the creative
Expansions	Rich Media	The number of impressions of Rich Media Expanding creatives in which the creative was expanded. Only one expansion is counted per impression. For third-parties to measure expansions in real-time, you can manually add the dc_expa= parameter to your placement tags. The parameter value is an encoded URL from a publisher that will receive a postback when the creative is expanded.
Interactive Impressions	Rich Media	The number of impressions that occurred when a user interacted with a Rich Media ad. Interactive impressions are captured when the user: Clicks an exit link Makes the ad display in full-screen mode Mouses over the ad for at least 1 continuous second Expands the ad.
Rich Media Engagements	Rich Media	The number of times that users engaged with an interactive element in a rich media creative.
Average Impression Frequency per User	YouTube reach	The average number of times a unique user is shown your ad over a given period of time. This metric is available at the line-item level only.
Card Clicks	YouTube interactions	The number of clicks on any cards that serve alongside your YouTube ad, such as shopping cards. These clicks lead to a landing page outside of the video.
Clicks (YouTube)	YouTube interactions	The number of clicks on the ad text of your YouTube ad. These clicks lead to a landing page outside of the video.
Conversions	YouTube conversion performance	The number of times users converted based on a 30-day conversion window. View-through conversions are not included in the conversions or total conversions metrics. You can use the separate View-through conversions metric to see this data. This count is likely to be higher than the conversions for other types of line items in Display & Video 360 because with YouTube & partners buys, a "conversion" is counted each time a user converts, rather than just once per user per line item. For instance, if a user viewed your ad once and then made 3 purchases, 3 Conversions would be counted. For YouTube video action campaigns, engagements that convert are also included using a 3-day conversion window.
Cost / Conversion	YouTube conversion performance	The average cost of each conversion.
Cost Per Store Visit	YouTube conversion performance	The average cost of a store visit to your business, calculated as Cost / Store Visit Conversions. The cost only includes interactions with ads that could lead to store visits.
Earned Likes	YouTube interactions	The number of users who have "liked" the video in your YouTube ad. Note: Disabling interest-based ads prevents earned engagement metrics from being counted. Learn more
Earned Playlist Additions	YouTube interactions	The number of times users add the video in your YouTube ad to a playlist. Note: Disabling interest-based ads prevents earned engagement metrics from being counted. Learn more
Earned Subscribers	YouTube interactions	The number of users that have subscribed to your channel after seeing an ad. This type of earned action provides unique value because the content from the YouTube channels the users have subscribed to and the channel avatars themselves may be viewed on the YouTube home page. Note: Disabling interest-based ads prevents earned engagement metrics from being counted. Learn more
Earned Shares	YouTube interactions	The number of times users have shared the video in your YouTube ad. Note: Disabling interest-based ads prevents earned engagement metrics from being counted. Learn more
Earned Views	YouTube delivery	The number of times a YouTube viewer watches subsequent videos on your YouTube channel or Watch pages after seeing your ads. This type of earned action increments whether or not someone chooses to watch the same video again or any other video on your channel. Note: Disabling interest-based ads prevents earned engagement metrics from being counted. Learn more
Engagement Rate	YouTube interactions	The number of engagements that your ad receives (for example, clicks on card teasers and icons) divided by the number of times your ad is shown, calculated as `Engagements / Impressions`.
Engagements	YouTube interactions	For YouTube video action campaigns: The number of clicks on the ad or 10 seconds of viewing time. If both happen, only the click is counted. For all other YouTube ads: The number of clicks on interactive video elements, such as teasers or expanding cards, that don't take users to an external site.
Impression Share	YouTube competitive	The impressions you’ve received divided by the estimated number of impressions you were eligible to receive. This is also known as your "win rate".
Lost Impression Share (Budget)	competitive	The percentage of time your ads weren't shown due to insufficient budget.
Lost Impression Share (Rank)	YouTube competitive	The percentage of time your ads weren't shown due to poor Ad Rank in the auction.
Revenue eCPE	YouTube interactions	For YouTube ads, the average cost you paid for engagements, based on Revenue, calculated as `Revenue` / `Engagements`.
Revenue eCPV (Advertiser Currency)	YouTube delivery	For YouTube ads, the average cost you paid for views, based on Revenue, calculated as `Revenue` / `Views`.
Store Visit Conversions	YouTube conversion performance	For TrueView in-stream ads: The number of times people visited your physical store within 30 days of either clicking on your ad or viewing your ad (based on TrueView: Views). For bumper ads: The number of times people visited your physical store within 30 days of either clicking on your ad or being exposed to your ad (based on impressions).
Total Conversion Value	YouTube conversion performance	The value of all conversions that have occurred, based on the default of $1 per conversion.
Total Users	YouTube reach	The total number of users who saw your ad over a given time period. This metric uses cross-device statistical models to measure the total reach of an ad by adjusting for cases when users may see the same ad on different devices or when multiple people share one device. This metric is available at the line-item level only. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. Only viewers matching all campaign targeting will be measured, including affinity audiences.
TrueView: View Rate	YouTube delivery	The percentage of time your ad is viewed, relative to the total number of times your ad is shown (video and thumbnail impressions).
TrueView: Views	YouTube delivery	The number of times your ad has been viewed. For skippable in-stream ads running on YouTube, paid advertising views will be counted as public views on the video when one of the following happens: someone watches a complete ad that’s 11-30 seconds long, someone watches at least 30 seconds of an ad that’s more than 30 seconds long, or someone interacts with the ad. For in-feed video ads, this is the number of times viewers choose to watch your ad by clicking a thumbnail. Accredited by the Media Rating Council. Learn more This is not a viewability metric.
View Conversion Rate	YouTube conversion performance	How often, on average, a view leads to a conversion. It's `Conversions / TrueView: Views`.
View through Conversions	YouTube conversion performance	The number of conversions that occur before a `TrueView: View` is counted. View-through conversions tell you when an impression of your ad leads to a conversion on your site. The last impression will get credit for the view-through conversion.
Average Watch Time per Impression	delivery	The average number of seconds someone watched your TrueView in-stream or bumper ad per impression of the ad. Watch time is measured when someone starts watching your ad until the ad is completed, skipped, or stops playing for any reasons. This metric is available at the line-item and ad-group levels only.
Watch Time	YouTube delivery	The total amount of time users spend watching your TrueView in-stream or bumper ad over a given period of time, reported in seconds. Watch time is measured when someone starts watching your ad until the ad is completed, skipped, or stops playing for any reasons. This metric is available at the line-item and ad-group levels only.
View-through Store Visits	YouTube conversion performance	The number of visits to your physical stores after users see but don't interact with your ad.
Verifiable Impressions	Verification	The number of impressions recorded by Verification in Campaign Manager 360. Ads must be supported for Verification to record impressions.
Audio Mutes (Video)	Video	The number of times a video has been muted. This is logged once per view, such that if a person mutes and un-mutes a video multiple times, the subsequent mutes aren't counted.
Complete Views (Video)	Video	The number of times a video has been played to its end.
Completion Rate (Video)	Video	The percentage of video impressions that played to completion.
First-Quartile Views (Video)	Video	The number of times a video has been played to 25% of its entire length.
Fullscreens (Video)	Video	The number of times a video has been viewed in full screen mode.
Midpoint Views (Video)	Video	The number of times a video has been played to 50% of its entire length.
Starts (Video)	Video	The number of times a video has been played. This is logged once per view, such that if a person stops playing video and then restarts it, the restart isn't counted.
Pauses (Video)	Video	The number of times a video has been paused. This is logged once per view, such that if a person pauses a video multiple times, the subsequent pauses aren't counted.
Skips (Video)	Video	The number of times a video has been skipped.
Third-Quartile Views (Video)	Video	The number of times a video has been played to 75% of its entire length.
Total Video Media Cost eCPCV (Advertiser Currency)	Video	The average cost of each complete video view, based on the Total Media Cost spent, calculated as the product of `Total Media Cost / Complete Views (Video)`.
Video Media Cost eCPCV (Advertiser Currency)	Video	The average cost of each complete video view, based on the Media Cost spent, calculated as the product of `Media Cost / Complete Views (Video)`.
Video Revenue eCPCV (Advertiser Currency)	Video	The average cost of each complete video view, based on the Revenue spent, calculated as the product of `Revenue / Complete Views (Video)`.
Audio Unmutes (Video)	Video	The number of times a video has been unmuted. This is logged once per view, such that if a person mutes and un-mutes a video multiple times, the subsequent unmutes aren't counted.
Companion Clicks (Video)	In-stream Video	The number of clicks recorded for companion creatives, which are additional creatives that accompany in-stream video and VPAID creatives.
Companion Views	In-stream Video	The number of impressions recorded for companion creatives, which are additional creatives that accompany in-stream video and VPAID creatives.
Unique Reach: Impression Reach	Unique Reach	The estimated number of unique users (across devices) who saw an ad during the reporting period. The impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Click Reach	Unique Reach	The estimated number of unique users (across devices) who clicked an ad during the reporting period. The click estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Total Reach	Unique Reach	The estimated number of unique users (across devices) who saw or clicked an ad during the reporting period. The total estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Average Impression Frequency	Unique Reach	The average frequency at which an ad is seen by unique users (across devices) during the reporting period. A frequency of 1 means that, on average, users saw your ad once. A higher average means that more users saw your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Viewable Impression Reach	Unique Reach	The estimated number of unique users (across devices) who viewed an ad (according to viewability standards) during the reporting period. The viewable impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Average Viewable Impression Frequency	Unique Reach	The average frequency at which an ad is viewed by unique users (across devices, and according to viewability standards) during the reporting period. A frequency of 1 means that, on average, users viewed your ad once. A higher average means that more users viewed your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Incremental Click Reach	Reach	For each time increment within a report — day, week or month — the estimated number of additional new users who clicked on an ad, and who didn't click on an ad during any previous increment. The total for all increments is the click reach for the full reporting period. For example, if your report is broken down by day, incremental click reach will show how many unique users clicked on Day 1, how many additional users clicked on Day 2, and so on. Users are only counted once and attributed to a particular day. The total for all increments is the click reach for the full reporting period.
Unique Reach: Incremental Impression Reach	Reach	For each time increment within a report — day, week or month — the estimated number of additional new users who were served an ad, and who weren't served an ad during any previous increment. The total for all increments is the impression reach for the full reporting period. For example, if your report is broken down by day incremental impression reach will show how many unique users were served an ad during Day 1, how many additional users were served an ad during Day 2, and so on. Users are only counted once and attributed to a particular day.
Unique Reach: Incremental Total Reach	Reach	For each time increment within a report — day, week or month — the estimated number of additional new users who saw or clicked on an ad during each time period within a report, and who didn't click or see an ad during any previous increment. The total for all increments is the total reach for the full reporting period. For example, if your report is broken down by week, incremental total reach will show how many unique users saw or clicked during Week 1, how many additional users saw or clicked during Week 2, and so on. Users are only counted once and attributed to a particular week. For the first time increment in a report, the incremental reach will equal the total reach. This is expected, because there are no prior time increments with data to use as a basis for comparison.
Unique Reach: Incremental Viewable Impression Reach	Reach	For each time increment within a report — day, week or month — the estimated number of additional new users who were served a viewable ad, and who weren't served a viewable ad during any previous increment. The total for all increments is the viewable impression reach for the full reporting period. For example, if your report is broken down by day, incremental viewable impression reach will show how many unique users were served a viewable ad during Day 1, how many additional users were served a viewable ad during Day 2, and so on. Users are only counted once and attributed to a particular day.
Unique Reach: Impression Reach (Co-viewed)	Unique Reach	The estimated number of unique users (across devices) who saw an ad during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Total Reach (Co-viewed)	Unique Reach	The estimated number of unique users (across devices) who saw or clicked an ad during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The total estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Average Impression Frequency (Co-viewed)	Unique Reach	The average frequency at which an ad is seen by unique users (across devices) during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. A frequency of 1 means that, on average, users saw your ad once. A higher average means that more users saw your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Viewable Impression Reach (Co-viewed)	Unique Reach	The estimated number of unique users (across devices) who viewed an ad (according to viewability standards) during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The viewable impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Average Viewable Impression Frequency (Co-viewed)	Unique Reach	The average frequency at which an ad is viewed by unique users (across devices, and according to viewability standards) during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. A frequency of 1 means that, on average, users viewed your ad once. A higher average means that more users viewed your ads multiple times. The user estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
Unique Reach: Incremental Impression Reach (Co-viewed)	Reach	For each time increment within a report — hour, day, week, month, or year — the estimated number of additional new users who were served an ad, and who weren't served an ad during any previous increment. The total for all increments is the impression reach for the full reporting period. For example, if your report is broken down by hour, incremental impression reach will show how many unique users were served an ad during Hour 1, how many additional users were served an ad during Hour 2, and so on. Users are only counted once and attributed to a particular hour. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
Unique Reach: Added Impression Reach from Frequency Cap	Reach	The number of additional users reached by the campaign due to frequency capping.
Unique Reach: Click Reach (pivoted)	Unique Reach	The estimated number of unique users (across devices) who clicked an ad during the reporting period. The click estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. For reports with pivoted metrics, dimensions are rearranged from rows to columns. This metric is rearranged by the frequency buckets: 1+, 2+, 3+, 4+, 5+, 6+, 7+, 10+.
Unique Reach: Impression Reach (pivoted)	Unique Reach	The estimated number of unique users (across devices) who saw an ad during the reporting period. The impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. For reports with pivoted metrics, dimensions are rearranged from rows to columns. This metric is rearranged by the frequency buckets: 1+, 2+, 3+, 4+, 5+, 6+, 7+, 10+.
Unique Reach: Total Reach (pivoted)	Unique Reach	The estimated number of unique users (across devices) who saw or clicked an ad during the reporting period. The total estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. For reports with pivoted metrics, dimensions are rearranged from rows to columns. This metric is rearranged by the frequency buckets: 1+, 2+, 3+, 4+, 5+, 6+, 7+, 10+.
Unique Reach: Total Reach (Co-viewed) (pivoted)	Unique Reach	The estimated number of unique users (across devices) who saw or clicked an ad during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The total estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. For reports with pivoted metrics, dimensions are rearranged from rows to columns. This metric is rearranged by the frequency buckets: 1+, 2+, 3+, 4+, 5+, 6+, 7+, 10+.
Unique Reach: Viewable Impression Reach (pivoted)	Unique Reach	The estimated number of unique users (across devices) who viewed an ad (according to viewability standards) during the reporting period. The viewable impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data. For reports with pivoted metrics, dimensions are rearranged from rows to columns. This metric is rearranged by the frequency buckets: 1+, 2+, 3+, 4+, 5+, 6+, 7+, 10+.
Unique Reach: Impression Reach (Co-viewed) (pivoted)	Unique Reach	The estimated number of unique users (across devices) who saw an ad during the reporting period. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices. The impression estimate is based on unique cookies, mobile device IDs, and aggregated sign-in data.
% Composition Impressions	Unique Reach Audience	The percentage of total unique audience impressions made up by the demographic.
% Composition Reach	Unique Reach Audience	The percentage of total unique reach made up by the demographic.
Population	Unique Reach Audience	The total number of users in a given population that belong to a given demographic.
% Population Reach	Unique Reach Audience	The percentage of Population (see population metric) that was reached.
Target Rating Points	Unique Reach Audience	The population reached in a specific target demographic or that matched your specific target audience.
% Viewable Population Reach	Unique Reach Audience	The percentage of Population (see population metric) that was reached with a viewable ad.
Viewable Target Rating Points	Unique Reach Audience	The population reached with a viewable ad, in a specific target demographic, or that matched your specific target audience.
% Viewable Composition Impressions	Unique Reach Audience	The percentage of total unique audience viewable impressions made up by the demographic.
% Viewable Composition Reach	Unique Reach Audience	The percentage of total unique reach made up by the demographic, and that was considered viewable.
% Composition Impressions (Co-viewed)	Unique Reach Audience	The percentage of total unique audience impressions made up by the demographic. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
% Composition Reach (Co-viewed)	Unique Reach Audience	The percentage of total unique reach made up by the demographic. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
Target Rating Points (Co-viewed)	Unique Reach Audience	The population reached in a specific target demographic or that matched your specific target audience. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
% Population Reach (Co-Viewed)	Unique Reach Audience	The percentage of Population (see population metric) that was reached. This metric accounts for co-viewing, when multiple people watch ads together on connected TV devices.
% impressions with positive custom value	Custom Impression Value	The percentage of impressions with a positive custom value calculated as: `(Impressions with positive custom value) / (Impressions with custom value)`
Impressions with custom value	Custom Impression Value	The number of impressions with an assigned impression value, based on your custom script.
Impressions with positive custom value	Custom Impression Value	The number of impressions with an assigned impression value greater than zero, based on your custom script.
Total custom impression value	Custom Impression Value	The sum of the custom impression value.
Estimated total cost for impressions with custom value (Advertiser Currency)	Custom Impression Value	The total cost for impressions with a custom value in the given currency.
Estimated CPM for impressions with custom value (Advertiser Currency)	Custom Impression Value	The estimated total cost per 1000 impressions (in the given currency) for impressions with a custom value.
Custom impression value / cost	Custom Impression Value	The custom impression value over cost calculated as: `(Total custom impression value) / (Estimated total cost)`
Custom value per 1000 Impressions	Custom Impression Value	The custom value per 1000 impressions calculated as: `(Total custom impression value) * 1000 / (Count of impressions with custom value)`
Programmatic Guaranteed Impressions Passed Due To Frequency	Programmatic Guaranteed Savings	The total number of impressions passed for the Programmatic Guaranteed deal due to campaign frequency capping.
Programmatic Guaranteed savings re-invested due to frequency (Advertiser Currency)	Programmatic Guaranteed Savings	The media cost savings (in the advertiser’s currency) for the Programmatic Guaranteed deal due to campaign frequency capping. This is calculated by multiplying the impressions saved by the rate.
Programmatic Guaranteed Bid Requests passed due to Frequency	Programmatic Guaranteed Savings	The total number of bid requests passed for the Programmatic Guaranteed deal due to campaign frequency capping.
Programmatic Guaranteed Added Unique Reach: Impressions Due To Frequency	Programmatic Guaranteed Savings	The estimated number of additional users reached by a Programmatic Guaranteed deal due to campaign frequency capping. Data for this metric may be delayed for up to 2 days, which causes some date ranges to show limited data (for example, last 7 days).
Programmatic Guaranteed Added Impression Reach Due to Frequency	Programmatic Guaranteed Savings	The estimated added impressions reach for the Programmatic Guaranteed deal due to campaign frequency capping.
Available Requests	Win Loss	The number of bid requests received before targeting was taken into consideration. Data for this metric may be delayed for up to 5 days, which causes some date ranges to show limited data (for example, last 7 days).
Targeted Impressions	Win Loss	Number of bid requests that contain the deal ID. Note that this does not reflect line items targeting the deal ID – a bid is counted only when a line item actually bids on the deal ID. As such, this metric can show inventory sources that were not targeted. Pair the Rejection Reason dimension with the Targeted Impressions metric to show the number of targeted impressions lost for a given reason.
Bid Responses	Win Loss	The number of bid responses made to eligible bid requests. This may be lower than targeted impressions because of budget or pacing constraints.
Win Rate	Win Loss	The percentage of total impressions won calculated as: `impressions won / bid responses`.
Unique Reach: Duplicate Click Reach	Unique Reach Overlap	Unique reach clicks with a given dimension that were NOT exclusive.
Unique Reach: Duplicate Click Reach Percent	Unique Reach Overlap	Percent of unique reach clicks with a given dimension that were NOT exclusive.
Unique Reach: Duplicate Impression Reach	Unique Reach Overlap	Unique reach impressions with a given dimension that were NOT exclusive.
Unique Reach: Duplicate Impression Reach Percent	Unique Reach Overlap	Percent of unique reach impressions with a given dimension that were NOT exclusive.
Unique Reach: Duplicate Total Reach	Unique Reach Overlap	Total unique reach with a given dimension that was NOT exclusive.
Unique Reach: Duplicate Total Reach Percent	Unique Reach Overlap	Percent of total unique reach with a given dimension that was NOT exclusive.
Unique Reach: Exclusive Click Reach	Unique Reach Overlap	Unique reach clicks with a given dimension that were exclusive.
Unique Reach: Exclusive Click Reach Percent	Unique Reach Overlap	Percent of unique reach clicks with a given dimension that were exclusive.
Unique Reach: Exclusive Impression Reach	Unique Reach Overlap	Unique reach impressions with a given dimension that were exclusive.
Unique Reach: Exclusive Impression Reach Percent	Unique Reach Overlap	Percent of unique reach impressions with a given dimension that were exclusive.
Unique Reach: Exclusive Total Reach	Unique Reach Overlap	Total unique reach with a given dimension that was exclusive.
Unique Reach: Exclusive Total Reach Percent	Unique Reach Overlap	Percent of total unique reach with a given dimension that was exclusive.
Unique Reach: Overlap Click Reach	Unique Reach Overlap	The number of unique clicks that overlap across a given pair of dimensions.
Unique Reach: Overlap Click Reach Percent	Unique Reach Overlap	The percent of unique clicks that overlap across a given pair of dimensions.
Unique Reach: Overlap Impression Reach	Unique Reach Overlap	The number of unique impressions that overlap across a given pair of dimensions.
Unique Reach: Overlap Impression Reach Percent	Unique Reach Overlap	The percent of unique impressions that overlap across a given pair of dimensions.
Unique Reach: Overlap Viewable Impression Reach	Unique Reach Overlap	The number of unique viewable impressions that overlap across a given pair of dimensions.
Unique Reach: Overlap Viewable Impression Reach Percent	Unique Reach Overlap	The percent of unique viewable impressions that overlap across a given pair of dimensions.
Unique Reach: Overlap Total Reach	Unique Reach Overlap	The total reach that overlaps across a given pair of dimensions.
Unique Reach: Overlap Total Reach Percent	Unique Reach Overlap	The percent of total reach that overlaps across a given pair of dimensions.
Unique Reach: Duplicate Viewable Impression Reach	Unique Reach Overlap	Viewable unique reach impressions with a given dimension that were not exclusive.
Unique Reach: Duplicate Viewable Impression Reach Percent	Unique Reach Overlap	Percent of viewable unique reach impressions with a given dimension that were not exclusive.
Unique Reach: Exclusive Viewable Impression Reach	Unique Reach Overlap	Viewable unique reach impressions with a given dimension that were exclusive.
Unique Reach: Exclusive Viewable Impression Reach	Unique Reach Overlap	Percent of viewable unique reach impressions with a given dimension that were exclusive.
Unique Reach: Overlap Click Reach (pivoted)	Unique Reach Overlap	The number of unique clicks that overlap across a given pair of dimensions. For reports with pivoted metrics, dimensions are rearranged from rows to columns.
Unique Reach: Overlap Click Reach Percent (pivoted)	Unique Reach Overlap	The percent of unique clicks that overlap across a given pair of dimensions. For reports with pivoted metrics, dimensions are rearranged from rows to columns.
Unique Reach: Overlap Impression Reach (pivoted)	Unique Reach Overlap	The number of unique impressions that overlap across a given pair of dimensions. For reports with pivoted metrics, dimensions are rearranged from rows to columns.
Unique Reach: Overlap Impression Reach Percent (pivoted)	Unique Reach Overlap	The percent of unique impressions that overlap across a given pair of dimensions. For reports with pivoted metrics, dimensions are rearranged from rows to columns.
Unique Reach: Overlap Total Reach (pivoted)	Unique Reach Overlap	The total reach that overlaps across a given pair of dimensions. For reports with pivoted metrics, dimensions are rearranged from rows to columns.
Unique Reach: Overlap Total Reach Percent (pivoted)	Unique Reach Overlap	The percent of total reach that overlaps across a given pair of dimensions. For reports with pivoted metrics, dimensions are rearranged from rows to columns.
Unique Reach: Overlap Viewable Impression Reach (pivoted)	Unique Reach Overlap	The number of unique viewable impressions that overlap across a given pair of dimensions. For reports with pivoted metrics, dimensions are rearranged from rows to columns.
Unique Reach: Overlap Viewable Impression Reach Percent (pivoted)	Unique Reach Overlap	The percent of unique viewable impressions that overlap across a given pair of dimensions. For reports with pivoted metrics, dimensions are rearranged from rows to columns.
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